STRATEGI KOMUNIKASI PEMASARAN MEDIA SOSIAL INSTAGRAM UNTUK MEMBANGUN BRAND IMAGE (STUDI KASUS TANATAP COFFEE)
DOI:
https://doi.org/10.5281/zenodo.23232885Keywords:
Marketing Communication Strategy, Instagram, Brand Image, Circular Model of SoMe, Tanatap CoffeeAbstract
The growth of the coffee shop industry in Indonesia has prompted business owners to adopt effective marketing communication strategies to build their brand image. Instagram has emerged as a widely utilized platform due to its ability to facilitate interactive visual communication and reach a broad audience. This study aims to analyze Tanatap Coffee's marketing communication strategy on Instagram in the context of brand image building. It employs a qualitative approach utilizing a case study method and a constructivist paradigm. Data were collected through in-depth interviews, observation, and documentation, and subsequently analyzed using the Miles and Huberman model. Data validity was verified through source and technique triangulation. The findings indicate that Tanatap Coffee implements a marketing communication strategy based on the Circular Model of SoMe, comprising the stages of sharing, optimizing, managing, and engaging. This strategy is executed through the presentation of consistent visual content, content optimization, responsive communication management, and the use of Instagram's interactive features to boost audience engagement. The implementation of this strategy has successfully established Tanatap Coffee's brand image as a premium, high-quality, and communicative coffee shop with a homey and aesthetic atmosphere. The study concludes that interactive marketing communication via Instagram plays a pivotal role in shaping Tanatap Coffee's brand image.
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